Dubai: Juma Al Majid Group said it has become the exclusive market distributor for Germany's Severin.
Eric Berchtold, Severin's Area Director, Middle East and Africa, said the UAE is an attractive destination for quality small domestic appliances with consumer spending in the region one of the highest worldwide.
"The greater Middle East holds the second slot in sales of electrical personal grooming products tipped to be worth Dh92 billion this year," he said.
"The UAE features in the top five markets worldwide in both volume and spending on small quality domestic appliances and personal grooming products."
Berchtold cited a recent report from Euromonitor International suggesting that investment in personal grooming is growing at more than 12 per cent per annum region wide.
"Our aim is to capture at least two per cent market share in the personal grooming segment alone.
"We know that the right partner is critical to this success and the partnership with Juma Al Majid sets us in good stead. We believe that the Juma Al Majid legacy marries beautifully with Severin's quality achievement record," he said.
Juma Al Majid will launch a 75-plus Severin portfolio across a range of small domestic appliances in its outlets in the UAE this month. The group has a broad distribution and retail reach in all seven emirates, including ten service centres.
Nassim Dissi, president-trading for Juma Al Majid, said that the local market has also shown a strong taste for good coffee-making equipment with the UAE placed among the five top coffee consumption markets globally.
"UAE consumers are well-travelled thus well-versed in global trends and the local market taste for coffee is no exception. Coffee consumption in the UAE is tipped to grow 80 per cent by 2014."